Amongst the world’s leading General Admission precincts across the sporting sphere, The Park, Flemington’s 10,000 square metre curated go-to destination for lovers of fashion, food and entertainment, and has been reimagined once again for 2017.
This year, the Park will celebrate turning one in fine form, boasting a huge entertainment program, fantastic fashion and a culinary adventure with fine fare from Melbourne’s hottest food institutions.
Myer Fashions on the Field at Flemington is back with a fresh new look inspired by dressing rooms of years gone by with a modern edge fit for today’s stylish racegoer.
The luxurious two-storey space will feature new dual runways, allowing spectators and judges a 360-degree view of competitors, beauty stations where friends can chat and touch up their makeup, and a brand new bar inside the enclosure.
Victoria Racing Club (VRC) Executive General Manager of Customer Engagement Caroline Ralphsmith said the new-look enclosure will make the competition even more accessible to fashion lovers.
“Last year more than 30,000 people streamed through The Park arches over the four days of the Melbourne Cup Carnival and Myer Fashions on the Field was a key attraction.”
“We know people want to see the runway from every angle, to take in the exquisite fashion on show, and to check out which celebrity judges are assessing the competition each day, so we have made all that possible,” Ms Ralphsmith said.
The redesigned space will be crafted in a soft blush palette with striking red accents and will feature low seating hugging the stage for those who want to immerse themselves in the competition while café seating, high bars and seating pods will cater to those who want to keep one eye on the competition and one on their friends.
Upstairs, the enclosure will again play host to selected Myer One customers on one side and the COSMOPOLITAN Glam Pit on the other. The Glam Pit will offer racegoers complimentary beauty touch ups, live COSMO experiences and social media photo opportunities.
Outside of the enclosure, tastebuds will tingle with an assortment of sumptuous gastronomic pop-ups from Melbourne’s leading food sensations, matched with a selection of refreshing hot and cold, alcoholic and non-alcoholic offerings.
Racegoers will be entertained by the sounds of Australia’s top artists as they grace the stage across the four days of Melbourne Cup Carnival, supported by a plethora of talented local music acts and DJs.
Families will take priority one on Emirates Stakes Day with an extended offering from last year with free fun activities for racegoers of all ages, while during Carnival visitors to The Park can enjoy entertainment at the Rotunda and kids’ activities at The Arcade.
Ms Ralphsmith said the second incarnation of The Park epitomises the contemporary approach by the VRC as custodians of the Melbourne Cup Carnival.
“We had a vision for The Park to add a new and multisensory experience for racegoers, and in year one racegoers were supportive of the concept, with The Park being one of the most visited destinations on course. From our learnings, we have further moulded the experience to be even better in 2017.
“Food, fashion and live music were the key drivers of visitation to The Park, and in response to this the Myer Fashions on the Field enclosure has once again been reinvented to be even more accessible for competitors and spectators alike, the music program continues to highlight the best of successful Aussie talent, the entertainment is there for all ages, and the food offering is nothing short of a global adventure – truly epitomising the culture that is so quintessentially Melbourne,” Ms Ralphsmith said.
The Melbourne Cup Carnival attracts more than 300,000 racegoers to Flemington each year and injects more than $427 million into the Victorian economy (more than $800 million nationally), bolstered by growing tourism numbers. In 2016, the Melbourne Cup Carnival was responsible for bringing 65,000 visitors to Victoria, an increase of 8.4 per cent on 2015.
Entrance to The Park is free for all racegoers. Racegoers who snap up this year’s early bird general admission ticket offer will experience the Melbourne Cup Carnival at 2008 prices. Children under 16 are entitled to FREE general admission — a rarity for a major event. Tickets are available at Ticketek,
For more information head to Flemington.com.au
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